Online advertising techniques
In a world of every changing media and brand impression opportunities, wineries and wine retailers own the brand strategy and must convey a strategy that is consistent to the brand value at all levels. A key to that strategy is to ensure that your partners, employees and anyone that has a touch point with the brand experience is fully abreast of the brand strategy and is working toward that goal. Online marketing plans are a greater part of the messaging. Ensuring your fulfilment partner and ecommerce partner is clued into that strategy ensures the product delivers to the consumer meeting their expectation based upon dollars spent on advertising and brand development.
A recent year-end 2006 study conducted by MarketingSherpa reviewing online ad spending and trends toward online ad spending for the new year produced some interesting findings that wineries and wine retailers should consider. Key findings were…
Companies that have previously adopted on line spending programs or online advertising techniques, said they anticipate their online spending to increase from 47 percent of the budget to 49 percent.
Those polled said the best-performing online advertising technique was
- Paid search (49 percent said so),
- House-list email (47 percent),
- Search engine optimization (45 percent),
- Behavioral targeting (34 percent)
- Contextual targeting (29 percent).
As for emerging tactics that they plan to budget for, marketers cited…
- Blogs/blog networks (42 percent),
- Networking (40 percent),
- RSS feeds (37 percent)
- Video ads (37 percent)
Though the spending parterns are not winery or wine retailer specific it would be interesting to receive feedback on where you are spending your on line marketing dollars and the traction you receive in brand building?
Source: Marketing Professionals 2007.